ALSMA 2015 Benchmarking Research Conducted by Lema Abreu - - PowerPoint PPT Presentation
ALSMA 2015 Benchmarking Research Conducted by Lema Abreu Independent Consulting Lda. ALSMA Annual Conference November 4-6 Kuala Lumpur - Malaysia Please indicate the year on year % variance in number of pages / circulation for the following
Conducted by Lema Abreu Independent Consulting Lda. ALSMA Annual Conference November 4-6 Kuala Lumpur - Malaysia
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Print Business White Print Residential White Print Yellow Pages Circulation Pages
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company 2014-2013 2013-2012 2012-2011 A
101% 109% 102%
B
98% 96% 96%
C
98% 79% 95%
D
112% 112% 115%
E
85% 83% 104%
F
86% 83% 87%
G
99% 97% 95%
H
93% 92% 94%
I
75% 74% 63%
Average
94% 92% 95%
While still declining, print performance improved in 7
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company 2014-2013 2013-2012 2012-2011 A
N/A N/A N/A
B
111% 115% 108%
C
54% 138% 111%
D
N/A N/A N/A
E
83% 132% 205%
F
112% 116% 121%
G
101% 103% 105%
H
152% 112% 110%
I
114% 174% 100%
Average
104% 127% 123%
On average, the growth rate for Digital Products sales has slowed down
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company 2014 2013 2012 A
N/A N/A N/A
B
18% 16% 14%
C
27% 34% 21%
D
N/A N/A N/A
E
1% 8% 5%
F
42% 43% 38%
G
10% 9% 6%
H
81% 73% 65%
I
6% 4% 2%
Average
26% 27% 22%
On average, the weight of Digital revenues remains stable amid declining print revenues
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company Separate Both Bundled Only A B C D E F G H I
Publishers focus primarily on bundled sales for both print and Digital
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company Business White Residential White Yellow B to B Specialty EYP Mobile Google Facebook Web Sites Ad Net
A B C D E F G H I
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company Yes No A B C D E F G H I
2 out of 9 Publishers proactively provide Digital performance data
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
R E T A I N E D % / € L O S S % / € N E W % / € N E T G R O W T H %
G R O U P O F E U R O P E A N C O M P A N I E S
TOTA L P E R F O R M A N C E # 6 4 % € 7 3 % # 3 6 % € 2 7 % # 1 5 % € 9 % # 7 9 % € 8 2 % D I G I TA L P E R F O R M A N C E # 6 7 % € 7 1 % # 3 3 % € 2 9 % # 1 3 2 % € 9 0 % # 1 9 9 % € 1 6 1 %
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company 14-13 13-12 12-11 A
100% 104% 106%
B
97% 96% 96%
C
108% 104% 108%
D
N/A N/A N/A
E
120% 98% 119%
F
98% 98% 102%
G
97% 89% 84%
H
140% 105% 105%
I
105% 94% 82%
Average
108% 99% 100%
On average, ARPA grew 8% in the past year increasing dependency on a smaller number of advertisers
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company 14-13 13-12 12-11 A
N/A N/A N/A
B
N/A 106% 103%
C
110% 123% 98%
D
N/A N/A N/A
E
85% 145% 117%
F
113% 112% 132%
G
96% 112% 185%
H
150% 110% 105%
I
103% 144% 111%
Average
110% 107% 107%
On average, Digital ARPA has grown in line with total ARPA growth
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company 14-13 13-12 12-11 A
102% 100% N/A
B
104% 94% 77%
C
95% 96% 97%
D
80% 85% 85%
E
76% 100% N/A
F
94% 92% 99%
G
81% 83% 78%
H
77% 74% 69%
I
77% 76% 65%
Average
87% 88% 81%
On average, publishers have experienced stabilization on the rate of decline in revenue retention rates
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company 14-13 13-12 12-11 A
N/A N/A N/A
B
91% 108% 92%
C
82% 95% 90%
D
N/A N/A N/A
E
60% 87% 89%
F
95% 93% 97%
G
87% 93% 97%
H
98% 96% 91%
I
94% 76% 46%
Average
87% 89% 84%
On average, publishers have experienced a double digit decline in number of advertisers
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company 14-13 13-12 12-11 A
18% 15% 12%
B
5% 5% 6%
C
18% 13% 9%
D
20% 20% 20%
E
5% 15% 16%
F
8% 7% 10%
G
24% 23% 31%
H
35% 29% 26%
I
18% 22% 19%
Average
17% 17% 17%
On average, 17% of revenues are generated from new advertisers
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company % Field 14-13 13-12 12-11 A
100.00% 100.00% 100.00% 100.00%
B
19% 98% 88% 78%
C
100% 100% 100% 100%
D
100% N/A N/A N/A
E
45% 101% 86% 97%
F
100% 100% 100% 100%
G
100% 100% 100% 100%
H
100% 125% 133% 110%
I
92% 120% 120% 120%
Average
84% 105% 103% 101%
On average, the dependency on field sales reps for market coverage has increased
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company ‘14-’13 ‘13-’12 ‘12-’11 A
103% 102% 101%
B
92% 94% 98%
C
82% 95% 90%
D
110% N/A N/A
E
84% 86% 81%
F
112% 91% 84%
G
87% 93% 103%
H
100% 100% 100%
I
90% 90% 90%
Average
96% 94% 93%
Increased offer complexity has an impact over the number of accounts handled by sales employee
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company % A
43%
B
55%
C
37%
D
50%
E
61%
F
49%
G
36%
H
50%
I
25%
Average
45%
On average, 45% of publisher employees are in sales functions. Range between 25% and 61%
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company 2014-2013 2013-2012 2012-2011 A
125% 118% 145%
B
99% 108% 123%
C
109% 139% 100%
D
140% 180% N/A
E
119% 151% 236%
F
97% 241% 218%
G
90% 101% 141%
H
136% 102% 132%
I
113% 119% 117%
Average
114% 140% 151%
EYP traffic growth rate has slowed down in most markets
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
Company 2014 2013 2012 A
12% 15% 25.30%
B
70% 66% 67%
C
58% 71% 21%
D
N/A N/A N/A
E
17% 21% 33%
F
27% 26% 24%
G
14% 15% 12%
H
14% 12% 11%
I
2% 1% 1%
Average
27% 28% 24%
On average, Organic EYP traffic remains flat
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA
L e m a A b r e u I n d e p e n d e n t C o n s u l t a n t L DA